The Philippines' most vibrant harvest festival is set to become even more flavorful as the Lucban Local Government Unit (LGU) and URC Flour officially signed a Memorandum of Agreement (MOA) to bring the SUGOD BAKERY campaign to this year’s Pahiyas Festival. Led by Mayor Agustin “Tenten” Villaverde, this partnership marks a powerful commitment to boosting local livelihoods while celebrating the town's rich cultural heritage.
Innovative Baking Traditions at Patio Rizal
Aligned with this year’s theme, "Keeping the Color, Keeping the Vibes, Keeping the Tradition, KIPING PAHIYAS," the Sugod Bakery movement will transform the festival grounds into a high-energy hub of culinary innovation.
On May 11 and 12 at Patio Rizal, the festivities will feature renowned Chef Jac Laudico, who will lead exclusive baking demonstrations. These sessions are designed to give local artisans and visitors a front-row seat to professional techniques and premium pastry sessions, bridging the gap between traditional craft and modern culinary excellence.
Strengthening the Grassroots Economy
Mayor Villaverde expressed deep appreciation for the collaboration, emphasizing its direct impact on the town's small businesses.
"We are grateful to URC Flour for partnering with Lucban as we celebrate our annual Pahiyas Festival," said Mayor Agustin “Tenten” Villaverde. "Their support for our local bakery industry is invaluable. By bringing the Sugod Bakery campaign here, they are providing our bakers with the tools and inspiration they need to sustain their craft and improve their livelihoods."
Professional Upskilling for “Lucbanin” Bakers
Beyond the excitement of live demonstrations, the campaign offers lasting value through professional upskilling. Local “Lucbanin” bakers and bakeshop owners will gain direct access to essential business mentorship, including:
- Food Safety Standards: Ensuring high-quality production for consumers.
- Cost Management: Practical tips for improving profit margins.
- Marketing Strategies: Helping neighborhood bakeries compete in a digital-first market.
This initiative is designed to help neighborhood bakeries evolve into high-performance businesses, using URC Flour’s premium products as a catalyst for sustainable growth.
A Commitment to Local Success
Naida Ebora, URC Flour Commercial Director, reiterated the company's long-term vision for the community: "Our commitment goes beyond providing high-quality flour; we are here to support every local baker in their journey toward success. Through Sugod Bakery, we aim to equip them with up-to-date knowledge and practical techniques to help grow their businesses and remain competitive."
By blending the festive energy of Pahiyas with technical expertise, URC Flour and the Lucban LGU are ensuring that the town’s unique bread culture continues to thrive and reach new heights.
Official MOA Signatories and Representatives
The partnership was formalized by key officials and representatives:
- Mayor Agustin “Tenten” Villaverde – Municipal Mayor of Lucban
- Ma. Lilia “Chinkee” Andres – URC Flour Marketing Manager
- Mr. Dario ‘Jun’ Arive – URC Flour Sariaya Plant Manager
- Atty. Socorro Jade De Averia – Municipal Administrator
- Ma. Jennifer Babad – Tourism Officer
- Aiza Andaya – OIC, Budget Officer
- Ms. Ritchel Sulit – URC Flour Sariaya Plant HR Associate
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